The alternative for many products which can be purchased in stores, are regional products. Regional products can be used as a promotional tool and attractiveness of the region. They are unique due to their cultural heritage handed down from generation to generation. Increasingly, regional products must compete with alternative products internationally. The aim of this article is to develop, using conjoint analysis, product profile and the designation of characteristics describing potential buyers. The results have been developed and discussed on the example of regional food consumers from Opole province.